publishing.ucl.ac.uk/papers/2007Huntington_etal.pdf).
9. WebSiteOptimization.com, ???Clickstream Study Reveals Dynamic Web???
(www.websiteoptimization.com/speed/tweak/clickstream/).
Figure 13-2. Phrases that are shorter are more competitive.
Referring sites
Success in search engines requires building a network of links. A significant aspect of SEO
strategy is identifying other websites that are relevant in content and will provide highquality
links back to your site. These may include alliances, forums, blogs, and more. The
list is different for every industry, but any marketing leader in the organization should be
able to point to a dozen or more sites to start.
It is also important to plan actual text that should be used for the links themselves.
Consider the three levels of keywords in the previous section, and which words you want
to reference your website. We??™ll cover how the links should be actually constructed later in
the chapter.
Focus on ROI
Too many SEO campaigns are half-baked. Where search engine fanatics focus on the
mechanics of the process, starry-eyed marketers think appearing in the first page of results
will solve all their problems.
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